Licensing News

Shark Week Rolls Out 2021 Licensing Program this July

Shark Week x Puravida

Discovery, Inc. has unveiled its merchandising partners for Shark Week 2021, which airs this summer from July 11 to July 18. The consumer products program includes new and returning partners across apparel, accessories, toys, home, publishing, and food.

In toys and games, Mattel is bringing its Shark Week-themed UNO deck back to Walmart, Kroger and Amazon while BKD is renewing its partnership with a line of playsets at CVS and Costco Canada. Dan Dee will launch a line of plush shark pet toys at Walmart, while new partner G Mason Group is also developing pet toys for the retailer. Plus, gaming company Ubisoft is set to introduce a Shark Week-themed level in video games Hungry Shark World and Hungry Shark Evolution starting July 13.

Accessory and apparel partners include Knockaround Sunglasses, Freestyle Watches, RSVLTS (for t-shirts and short-sleeve button-ups), The Forecast Agency (for men’s and women’s apparel), Sock Fancy, Crazy Shirts, and Pura Vida for artisan jewelry that will benefit Oceana, a charitable organization dedicated to ocean restoration and protection. New in 2021, Sand Cloud is releasing licensed towels.

Meredith Corporation will return as a publishing partner for shark-themed bookazine, The Ultimate Book of Sharks, hitting newsstands on July 2.

For the first time this year, fans can win prizes in a sweepstakes sponsored by Devour Foods, which has created limited-edition Shark Week packaging for its frozen meals. Fans can also compete for medals and other products in a Shark Week-themed race hosted by virtual racing app YesFit.

And for scuba divers, the scuba organization PADI has produced sustainable and eco-friendly gear and merchandise, for sale on and the Discovery store.

“Shark Week is a pop culture phenomenon, and every summer viewers look forward to Discovery Channel’s shark-themed programming, and we see that with our successful consumer products program that continues to expand year over year,” said Carolann Dunn, Vice President, Consumer Products Licensing, Discovery, Inc. “We are excited to work with our partners, both new and returning, to bring shark-themed products to consumers everywhere and enhance their viewing experience.”